Contrary to popular belief, the internet did not kill conventional branding and advertising. It merely offered an alternative or supplementary course of action. Nobody at the time would have imagined how much digital advertising would expand. And with the ability to deliver better output. Not to mention measuring ad success in real-time. All these added and continue to add to digital advertising and its popularity.
The advertising world has evolved with changing times, needs, and consumer behavior. Today, most consumers see a mix of digital and conventional advertising. That’s usually because brands want to reach out to every channel that has a sizeable audience or user base. So, you will see a lot more ads on your phones, apps, or websites But you’ll see ads on your regular cable networks like Charter Spectrum cable too. This begs the question; what advertising opportunities should you consider?
5 Branding and Advertising Opportunities You Need to Know
The model most brands and agencies follow tries to be dynamic. Therefore, you usually have a mix of channels to target. Social media marketing, search engine marketing, search engine optimization, and e-commerce platforms are valid. Even conventional mediums are great when used right. You may already have some or all of these tactics in play. But even if that is the case, you could have overlooked several key opportunities. Conversely, you could have ignored some seemingly small mistakes. Some may grow into unsustainable problems unless corrected. Here are some tips for people running a brand or an advertising agency:
Proactively Work with Visible and Reputable Causes
Advertising today is all about leaving a lasting impression. Of course, the science behind the design, editing, and so on remains core to the process. But it is simply not enough anymore to grab a scroller’s attention. Ads bombard people every day on social media, search engines, and smartphone apps. And that’s just in addition to conventional advertising like TV, radio, or billboard ads. With so many brands and businesses targeting the same market as you, how do you stand out? Working proactively with reputable causes and organizations is a good avenue to explore.
Consumers these days value ethical brands that give back to the community. Corporate social responsibility is an impactful selling point. And when you partner with more visible organizations you offer a visible display of CSR. This includes charities like the Red Cross, Salvation Army, or even local community charities. The idea is to choose something you are passionate about for yourself. Working for the homeless will look far more believable that way. In other words, your brand can associate itself with a larger and more recognizable one. In this case, a well-known charitable organization. This offers crucial brand advertising space and generates interest across a larger audience.
Turn Internal Employees into Brand Ambassadors
Your external advertising and branding efforts are always a huge priority. But you should not overlook a very important (yet unconventional) advertising medium. One that every business has: its workforce. Employees are not just assets to the brand itself. They can also become ambassadors for the product or service you offer. Some businesses offer special discounts to employees. This turns them into practicing customers and not just preachers. Do not underestimate how useful a loyal employee can be as a brand ambassador. The word of mouth alone can generate new leads and even attract high-quality talent.
Work with the Right Affiliates in Visible Ways
Affiliate marketing is all the rage these days. But it is quickly becoming a lot more than just a sponsored review, sponsored post or a video endorsement. Leaving a lasting impression also involves reinforcement. This means you need to advertise your products and brand through affiliates regularly. When doing so, you should give due consideration to your choice of affiliate. You want someone with a niche audience, preferably the same as yours. Or at the very least, related to your business or client.
For example, let’s say you make outdoor or hiking equipment in the US. A travel or adventure blogger would be the logical choice for an affiliate. But you would do better to work with several at the same time. This offers you space to reinforce your message and broaden your reach. You should also thoroughly research any potential affiliates, just in case. Try to make sure their content is in line with your brand values. You don’t want a PR disaster down the road.
Stay On Top of Search Engine Updates and Changes
Finally, your SEO and SEM efforts might be proceeding as usual. But that isn’t how they should work. Like most other software, Google and other search engines run on algorithms. Most tech companies update their search engines constantly. This helps them to continue to offer better services and relevant results. Of course, the algorithm itself is proprietary. So, no search engine really opens it up for scrutiny. They do give information on the updates, and tips on what it impacts.
Therefore, the right approach involves constant testing, tweaking, and retesting. Settling into a “business as usual” routine is a surefire way to sabotage your efforts thus far. You don’t just need to keep attracting new consumers. You also need to reach the most customers at an optimized spend. That means you need to keep an eye on all major search engines and any new updates.
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